Why CRO Growth Problems Are Often Positioning Problems

By Robert Green, CRO Commercial Headhunter

July 27th 2026

Introduction

When growth slows, many organisations respond in the same way.

They decide to hire more Business Development people.

On the surface, it seems logical. More Business Development activity should generate more opportunities, more conversations, and ultimately more revenue.

However, the issue is not always a lack of commercial talent.

In many cases, the real challenge is CRO positioning.

If the market cannot clearly understand why your organisation is different, adding more Business Development headcount may not solve the problem.

It may simply create more conversations around the same commercial challenge.

Why More Business Development Doesn’t Always Create Growth

Many CROs believe revenue growth is directly linked to the size of their commercial team.

While commercial talent is important, headcount alone does not create demand.

Business Development professionals perform best when they have a strong story to take to market.

Without clear positioning, even experienced commercial leaders face challenges.

Prospective clients ask important questions:

• Why should we choose your CRO?
• What makes your organisation different?
• What can you do that competitors cannot?
• Why should we move away from our existing partner?

If these questions are difficult to answer, growth often becomes harder regardless of how many Business Development professionals are hired.

The Positioning Problem Many CROs Face

The CRO market has become increasingly competitive.

Many providers offer similar services, operate in similar therapeutic areas, and target similar clients.

As a result, differentiation has become much more important.

Unfortunately, many organisations struggle to articulate exactly what makes them different.

This usually appears in several ways.

Differentiation Is Unclear

Clients often struggle to identify a meaningful difference between providers.

Several CROs may describe themselves using the same language.

They may all claim to deliver quality, flexibility, expertise, and strong client service.

While these attributes matter, they rarely create differentiation on their own.

Messaging Becomes Generic

Generic messaging creates generic conversations.

When every competitor sounds similar, prospects find it difficult to understand why one provider should stand out.

This can make Business Development efforts significantly harder.

Services Appear Identical

Many CROs offer overlapping services.

That is not necessarily a problem.

The challenge arises when organisations fail to communicate their unique strengths, experience, or approach.

If clients see little distinction, decisions become heavily influenced by price or existing relationships.

Value Is Difficult to Explain

Strong positioning should make value easy to communicate.

If internal teams struggle to explain why clients choose the business, external audiences will likely struggle as well.

This often creates friction throughout the sales process.

Why Top Business Development Leaders Cannot Fix Positioning Alone

One of the biggest misconceptions in commercial hiring is the belief that a high-performing Business Development leader can solve every growth challenge.

The reality is more nuanced.

Great commercial professionals do not create positioning.

They amplify it.

They take an existing market proposition and communicate it effectively.

They help clients understand value.

They open doors and build relationships.

However, they cannot manufacture differentiation where none exists.

That is why some CROs continue adding commercial headcount but experience little improvement in results.

The underlying challenge remains unresolved.

Three Questions Every CRO Should Ask

Before hiring another Business Development professional, it is worth asking a few important questions.

Why Do Clients Choose Us?

The answer should be specific.

If the response sounds identical to competitors, there may be a positioning issue.

Strong CROs clearly understand their unique strengths, capabilities, and market advantages.

Why Do Clients Stay?

Retention often reveals more than acquisition.

Understanding why clients continue to partner with a CRO can uncover valuable insights about differentiation and value creation.

These insights can then strengthen commercial messaging.

Why Would a Client Switch to Us?

This may be the most important question of all.

Sponsors already have options.

Many already work with trusted partners.

What would motivate them to make a change?

If the answer is unclear, positioning should be reviewed before expanding the commercial team.

What High-Growth CROs Do Differently

The CROs achieving the strongest commercial growth often share a common characteristic.

They have a clear commercial story.

Their teams understand:

• Who they serve
• How they create value
• What differentiates them
• Why clients choose them
• Why clients remain loyal

This clarity makes Business Development significantly more effective.

Prospects receive consistent messaging.

Commercial conversations become easier.

Opportunities progress more efficiently.

Most importantly, the organisation can compete on value rather than simply competing on price.

Positioning Should Come Before Headcount

This does not mean CROs should stop investing in Business Development.

Far from it.

Commercial talent remains critical for growth.

However, hiring should support a strong commercial proposition rather than compensate for a weak one.

Before expanding a team, organisations should ensure they can confidently answer the fundamental question:

Why this CRO?

If that answer is compelling, great Business Development leaders can amplify it.

If that answer is unclear, additional headcount may only increase activity without improving outcomes.

Conclusion

Many CROs assume slower growth means they need more salespeople.

Sometimes that is true.

Often, however, the issue lies elsewhere.

The most successful CROs recognise that growth is not driven by outreach alone. It is driven by clarity, differentiation, and commercial positioning.

Business Development leaders play an important role in that process.

But even the strongest performers need a compelling story to take to market.

Because in today’s CRO landscape, growth is not just about having more people selling.

It is about giving those people something meaningful to sell.